Artificial intelligence is no longer just an experimental add-on in online shopping. It’s fast becoming a mainstream expectation. The latest State of E-commerce report from Constructor and Shopify reveals a major shift: nearly half of consumers don’t care whether product recommendations come from humans or AI—so long as the suggestions fit their needs.
AI Acceptance Reaches a Tipping Point
Generative AI tools are gaining traction at lightning speed. According to the survey of over 1,500 consumers in the U.S., U.K., and Germany:
1、64% have used generative AI such as ChatGPT in their daily lives, up from 51% in 2024 and just 29% in 2023.
2、58% say they are now comfortable using AI-driven assistants on retail sites—up significantly from 42% just two years ago.
This rapid adoption signals that AI shopping assistants are shedding their “novelty” label and entering the realm of trusted digital utilities.
The Rise of the AI Shopping Assistant
When browsing online stores, 77% of consumers admit they often feel unsure what to buy. Faced with this indecision, six in 10 say they would welcome guidance from an AI-powered assistant. Younger generations—Gen Z and millennials—are even more enthusiastic.
Nearly 40% of respondents have already tried agentic AI shopping tools, with 86% finding them at least somewhat useful. Strikingly, one in five shoppers say they trust an AI more than their partner to pick out a gift—rising to one in four among Gen Z, compared to just 7% of baby boomers.
This demonstrates how quickly AI is being normalized as a “taste engine” capable of learning consumer preferences in a way that rivals influencers or even personal relationships.
Search Fatigue Is Fueling AI Adoption
The study makes clear why AI shopping tools are gaining momentum: traditional search is broken.
1、68% of respondents believe online product search needs an overhaul.
2、42% frequently have to rewrite queries to get meaningful results.
3、48% spend at least three minutes filtering through pages of products, with nearly a quarter saying it can take over eight minutes.
4、Almost half (47%) say they abandon a retailer’s site after a disappointing search experience, with many defecting directly to Amazon.
Frustration with clunky search isn’t just a user-experience issue—it’s a revenue risk. Two-thirds of consumers admit they switch retailers after poor discovery experiences, while more than half say they would pay up to 10% more for seamless results.
Generational Shifts in Search Behavior
Search habits vary widely by age:
1、Google remains dominant with 84% starting searches there, but younger generations are diversifying.
2、TikTok is now the starting point for 46% of Gen Z and 31% of millennials, compared to just 6% of boomers.
3、Amazon is second only to Google overall, with especially high use in the U.S. (75%).
4、Large Language Models (LLMs) like ChatGPT are also emerging, with 13% using them to kick off searches—led by millennials and Gen Z.
Social commerce continues to blur lines between discovery and purchase. TikTok and Instagram dominate among younger cohorts, while boomers remain largely absent from shopping via social media.
Why This Matters for Retailers
The findings reveal three urgent realities for retailers:
1、AI is becoming table stakes. Consumers increasingly expect intelligent, conversational shopping tools to guide their decisions.
2、Search is a make-or-break moment. Poor search experiences push customers to competitors instantly, often to Amazon.
3、Generational divides are widening. Retailers must tailor discovery experiences differently for Gen Z TikTok natives versus boomers still loyal to desktop Google searches.
In short, retailers can no longer treat AI as optional. As the report shows, consumers are not just tolerant of AI—they’re starting to prefer it. Brands that fail to improve search and embrace AI shopping assistants risk watching their customers defect to platforms that already deliver.
This article references data and reporting from[ChainStoreage].